83% never check follower count. So why do brands still lead with it?

KOBE's report reveals what truly drives influence in Singapore. Get your free copy today!

WHAT'S INSIDE

Helping brands turn uncertainty into clarity through sharper creator decisions.

Look past vanity metrics for the signals that predict real fit.

Balance brand needs with the authenticity audiences trust.

Match the metric to the role. Not every creator needs the same scorecard.

A repeatable system for relevance, selection and creative direction.

THE NUMBERS

of consumers say authenticity still matters most in creator content.

make at least one influencer-inspired purchase every year.

creator types that earn audience trust differently, from subject-matter experts to independent reviewers.

content pillars used to turn one campaign message into six everyday angles Singaporeans could relate to.

A PEEK INSIDE

Who is this report for?+

Brand marketers and agencies in Singapore who want a sharper way to select and brief creators, instead of relying on follower count alone.

What will I actually learn?+

How to judge audience relevance, engagement authenticity, category credibility, brand alignment and commercial clarity before choosing a creator.

Is the data specific to Singapore?+

Yes. The stats and consumer behaviour data are drawn from Singapore focused industry surveys and reports.

Does it include a real campaign example?+

Yes, a full case study on a national parks campaign, including creator selection, six content pillars and how audiences actually responded.

What is the KOBE A.U.D.I. framework?+

A repeatable four step method, Appeal, Uncover, Direct, Iterate, for connecting audience relevance, creator selection and creative direction.